Mondelez International Selects Nine Start-ups to Launch New Mobile Pilots in Just 90 Days

 Mondelez International Selects Nine Start-ups to Launch New Mobile Pilots in
                                 Just 90 Days

Mobile Futures Accelerator Program Pairs Power Brands with the Most Innovative
Minds in the Mobile Space; Ignites Intrapreneurship Inside Company

PR Newswire

DEERFIELD, Ill., Jan. 3, 2013

DEERFIELD, Ill., Jan. 3, 2013 /PRNewswire/ -- Mondelez International, Inc.
(NASDAQ: MDLZ), the world's pre-eminent maker of chocolate, biscuits, gum and
candy, today announced the nine selected start-ups to participate in the
company's Mobile Futures program. A first of its kind program, Mobile Futures
is shaping the future of mobile by teaming power brands with some the
brightest minds in the space: start-up entrepreneurs.



The company received hundreds of applications and after a two-day presentation
event with the program's top applicants, nine start-up companies were selected
to partner with Mondelez International brand teams to create and launch new
mobile pilots in just 90 days. Pilots will focus on driving impulse purchases
and mobile-at-retail consumer experiences, with additional pilots in the
important areas of social TV and SoLoMo (social/location/mobile). Brands and
start-ups will work together as follows:

  oTrident & Lisnr (Cincinnati, OH) and ROXIMITY (Denver, CO)
  oStride & Waze (Palo Alto, CA)
  oChips Ahoy! & (New York, NY)
  oHalls & Dailybreak (Boston, MA)
  obelVita & inMarket (Venice, CA)
  oMulti-brand program & Endorse (San Mateo, CA)
  oSour Patch Kids & Kiip (San Francisco, CA)
  oOREO & Banjo (Redwood City, CA)

"We are excited to have these brilliant mobile innovators on board and look
forward to working together over the next 90 days to bring new technologies to
market," said Bonin Bough, Vice President of Global Media and Consumer
Engagement at Mondelez International. "Our marketers were truly impressed by
the caliber of innovation they saw at our pitch event. They are now eager to
continue to work with start-ups to drive high-impact experiences, beyond
Mobile Futures, as we continue to march towards a mobile-first strategy."

"The Chips Ahoy! team is thrilled to begin working with as we look
to enhance how we engage with our consumers through mobile and particularly
social TV," said Leslie Waller, Senior Brand Manager, Chips Ahoy! at Mondelez

"I'm really excited about our start-up selection, Waze – in particular, the
variety of ways their technology can drive impulse purchases with Stride and
keep the brand top-of-mind with consumers. Mobile Futures gives us a great
opportunity to partner with a mobile tech-star of the future," said Betty Su,
Director of Marketing, Young Adult Gum at Mondelez International.

Working Together to Drive Cultural Change

Multi-day cultural immersion sessions will kick-start the process of brands
and start-ups working together. Brand teams will spend time at the start-up's
location and see firsthand how a start-up operates, thereby creating strong
relationships and fostering understanding of how each other thinks. Throughout
the Mobile Futures program, Mondelez International hopes to ultimately spark
intrapreneurship within the organization.

"We see the Mobile Futures program as a wonderful opportunity to infuse a bit
of the start-up entrepreneurial spirit into our organization," said Steve
Doan, Senior Associate Brand Manager, OREO at Mondelez International. 

What's Next for Mobile Futures - 90 Days to Incubate

In late Q1 2013, brand marketers and their start-up partners will work
together to create and incubate entirely new mobile ventures that address
broader business challenges. At the end of 90 days, Mondelez International
brand teams will pitch those new venture concepts to angel investors and
venture capitalists in mid-2013 with the hopes of securing seed funding.

The Mobile Futures Network

The latest members to join the Mobile Futures Network are convenience store
retailers Quick Chek and Kum & Go, demonstrating the importance of mobile
marketing and the impact on the consumer path to purchase.

"As an organization, we are increasingly focused on connecting with our
customers closer to the point of purchase," said Edward Kaczmarek, Director of
Innovation & Emerging Technology at Mondelez International. "By partnering
with Quick Chek and Kum & Go, we have an even larger opportunity to drive
relevant engagement and impulse purchases, and we believe that this will
ultimately change the marketplace."

In addition to these new convenience retailers, the Mobile Futures Network
comprises organizations that will play a key role in various stages of the
program by bringing their unique expertise, perspective and scale. This
includes: Viacom and AT&T AdWorks; incubator partners Prehype, Kicklabs,
Sandbox Industries and Excelerate Labs; angel and venture capital investors
First Round Capital, New World Ventures, Commerce Ventures, OCA Ventures,
Intel Capital, BlueRun Ventures and Transmedia Capital; the Mobile Marketing
Association and Location-Based Marketing Association; the Boston Consulting
Group; and agency partners Ruder Finn, Horizon Media and MediaVest. For more
information on Mobile Futures, please visit

About Mondelez International

Mondelez International, Inc. (NASDAQ: MDLZ) is a world leader in chocolate,
biscuits, gum, candy, coffee and powdered beverages. The company comprises
the global snacking and food brands of the former Kraft Foods Inc. following
the spin-off of its North American grocery operations in Oct. 2012. Mondelez
International's portfolio includes several billion-dollar brands such as
Cadbury and Milka chocolate, Jacobs coffee, LU, Nabisco and Oreo biscuits,
Tang powdered beverages and Trident gums. Mondelez International has annual
revenue of approximately $36 billion and operations in more than 80
countries. Visit and

          Valerie Moens          Jesse Askew
          Mondelez International Ruder Finn
          847-943-5678           212-583-2731

SOURCE Mondelez International, Inc.

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